Jo Malone London is entering the dog grooming category with an Orange & Cedarwood scented Dog Shampoo created in collaboration with British pet care brand WildWash.
The Jo Malone London x WildWash Orange & Cedarwood Dog Shampoo is packed with naturally derived essential oils of orange and cedarwood, with the cleansing formula transforming into a lather that claims to freshen dogs’ coats and add shine.
Actor and Jo Malone London Brand Ambassador Tom Hardy stars in the launch campaign for the Estée Lauder Companies-owned British fragrance house’s new permanent sku, alongside his French bulldog Blue.
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“For a long time we have been looking at dog products because we are all about the scented world, we are about lifestyle,” Céline Roux, VP Global Fragrance Development at Jo Malone London, told Cosmetics Business.
“We are in people's bathrooms and living rooms, when they entertain, when they get married and when they do parties in their gardens, and we always thought that it would be great to have a shampoo for their best friend because we really are dog lovers at the brand.
“It is legitimate for us to be in that area, so it was a natural progression.
“[The collaboration] embodies a lot of the Jo Malone London DNA – working with a British brand, and you know English people are known for their love of dogs.
“It is also a great gift too, and we are a great gifting brand.”
For a long time we have been looking at dog products because we are all about the scented world
WildWash, founded in 2013 by Andrew and Jane Cooper, is a cruelty-free, trusted British brand for dog groomers and pet owners seeking fragranced products that work.
The company was created because the duo’s American bulldog Missy had very sensitive skin and was always at the vets with skin issues, so they decided to create something that would work for her.
WildWash has spent more than a decade developing a range of natural pet shampoos and cosmetics that are effective and safe for pets, achieving B Corp and Ethical Accreditation.
Roux said it was WildWash’s “attention to detail” and “care about the formulas” which made Jo Malone London want to collaborate with them.
“It was very natural because all our fragrances use very natural ingredients, so it was another common value,” she explained.
“Also, it is a very different way to formulate and to work, so we figured the best way to do it was to work with an expert.
“We know how to do shower gels, body creams and candles, but we felt that we had limitations when it comes to dogs, and we really wanted to do it right.”
The Jo Malone London x WildWash Orange & Cedarwood Dog Shampoo is £18 for 285ml, and is available to shop at jomalone.co.uk and in free-standing Jo Malone London stores nationwide.
It will also be a retailer exclusive item with UK department chain John Lewis & Partners.
Campaign star Blue has appeared alongside dog dad Hardy in other marketing campaign films for Jo Malone London’s Cypress & Grapevine fragrance.
Jo Malone London ambassador Tom Hardy and his French bulldog Blue
Breaking down Jo Malone London x WildWash Orange & Cedarwood Dog Shampoo’s formula
The Jo Malone London x WildWash Orange & Cedarwood Dog Shampoo is a cleansing product infused with naturally derived essential oils of orange and cedarwood.
The product has been one-and-a-half years in the making and was a collaborative project between the two businesses – to create a shampoo that works for all dogs, all breeds and all skin types.
“We made a unique product for Jo Malone London based on our joint love for pets, putting the dog's needs first in terms of the ingredients used and the way the product is formulated,” explained Jane.
“When we met the Jo Malone London team, we talked about a lot of ingredients that they use in their fragrances, and we ended on orange and cedarwood because they are two that are great for a dog's skin and coat.
“Orange is amazing at dissolving dirt, so brilliant for cleansing, but it is also gentle enough to the skin and lovely for coat shine, so it fits the purpose.
“Cedarwood is also good for dog coats and skin because it is very balancing, and for this product we chose a very mild cedarwood.
“These were ingredients that we felt would fit both brands, but that also come from nature, so a dog would be comfortable with them.”
The Jo Malone London x WildWash Orange & Cedarwood Dog Shampoo bottle is available with an illustration of one of four dog breeds on the bottle, which were designed by the fragrance brand’s in-house creative team.
The design featured on online purchases will not be revealed to shoppers until they are delivered, adding an element of surprise to the gifting experience.
However, specific illustrations can be selected in-store while stocks last.
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